International sales promotion

Reason ?

• Many products service are stagent• Many companies rely on foreign markets to

survive, particularly those with small domestic markets

• International markets offer growth opportunities for many companies

• Competition global and marketers must be able to compete globally

China good makt op..

International environment

• Economic• Political/legal• Cultural• Demographic

Advantage in int sales promotions

• good ideas worldwide • products quickly, worldwide • international brand, company identity • Simplification of coordination and control

Global products local messages

• Standardizing products• Localizing advertising messages• “Think globally, act locally”• Adapt messages to respond to differences in

language, cultural, and market conditions.• Pattern advertising

Decision areas in international advertising

• Organization• Agency Selection• Advertising and market research• Creative Decisions• Media Selection• Coordination of other IMC tools

Int ad Agency

• Many large, American general agencies operate internationally

• Large multinational companies often deal with large, international agencies

Foreign local agencies

• Staffed with local talent who understand local attitudes, culture, media, and conditions

• Especially effective for launching consumer products in a single, new geographic area

• Poses some problems if a product is to be launched in multiple, local, foreign markets

Criteria for select an agency int.. advt

• Ability of agency to cover relevant markets • Quality of agency work • Market research, PR, and other services offered • Roles of company advertising department and agency• Level of communication and control desired• Size of company’s international business• Company’s desire for local vs. international image• Company organizational structure• Centralized vs. decentralized• Company level of involvement with international operations

Advt makt research areas

Demographic characteristics of markets Information on cultural differences such as norms, lifestyles and

values consumers’product usage, brand attitudes, and media

preferences Information on media usage and audience size Copy testing to determine reactions to different types of

advertising appeals and executions Research on the effectiveness of advertising and promotional

programs in foreign markets

Creative decisions

• Based on advertising and communication objectives

• Copy platforms must be developed that include major selling ideas

• Specific appeals and execution styles must be selected

• Appeals may have to be adapted for local market conditions

Media selection

• Media differ in various countries –availability–cost–usage –quality–restrictions

• Media options include use of local, national or international media

Factors in consider developing sales promotions pgm foreign markets

• Economic development • Market maturity• Consumer perceptions• Trade structure• Regulations

Gillete product